Google-Microsoft truce crumbles amid feud over cloud, ad tech


As the two draw farther apart and the business rivalry between them escalates, Microsoft Corp and Alphabet Inc’s Google may be drawn back into a persistent battle of behind-the-scenes lobbying efforts and public complaints to regulators, who are eager to impose new limits on the power of the biggest technology companies. — Reuters

Microsoft and Google, tech giants that compete in cloud computing, web search and artificial intelligence, five years ago formally agreed to cease using their substantial lobbying firepower against each other, seeking to eliminate a pricey and distracting battle and clear the way to collaborate more. That truce, forged at the time by two new CEOs wanting a fresh start on a formerly acrimonious relationship, expired in April.

Even before the deal was allowed to lapse, the non-aggression pact had been fraying. The companies feuded publicly over a proposal to force Google to pay news publishers for content and squabbled more quietly over technology for selling search ads. Neither company is eager to extend or renew the alliance, according to people familiar with each companies’ thinking, who weren’t authorised to discuss confidential relationships.

Subscribe now and receive free sooka plan for 1 month. T&C applies.

Monthly Plan

RM13.90/month

Annual Plan

RM12.33/month

Billed as RM148.00/year

1 month

Free Trial

For new subscribers only


Cancel anytime. No ads. Auto-renewal. Unlimited access to the web and app. Personalised features. Members rewards.

Follow us on our official WhatsApp channel for breaking news alerts and key updates!

Others Also Read


Want to listen to full audio?

Unlock unlimited access to enjoy personalise features on the TheStar.com.my

Already a member? Log In